Hummer Ads Break
HUMMER H1 Print Campaign Seeks Emotional Connection With Consumers
DETROIT - The legendary HUMMER H1 is the focus of a new print advertising campaign that will appear in publications as varied as The Wall Street Journal and Barron's to Wired and Spin Magazine beginning August 13, 2001.
The ads, created by Modernista!, Boston, take a new direction from existing HUMMER advertising, which focused strictly on the unparalleled off-road capabilities of the H1. Based on extensive consumer research, the new campaign seeks an emotional connection with customers and breaks with HUMMER's new tagline, "like nothing else".
With backdrops of natural sights from rural South America, the ads show where the H1 can take its owner and the feeling that comes from being there.
"Our challenge was to take the consumer research and develop it into a communication plan as part of an umbrella campaign for HUMMER versus reinforcing an individual brand identity," said Liz Vanzura, HUMMER advertising director. "The goal is to get the brand message across within five seconds of seeing the ad."
The perception of the HUMMER customer as strictly military or tough-guy focused is very different from the reality, according to the consumer research.
"In reality, the HUMMER owner is a member of a very diverse and unique group,'' Vanzura said. "And the H1 itself really doesn't compete with other automotive categories but against other luxury goods. Our research found that these people have an average of six or more vehicles in their household."
Vanzura said HUMMER will never walk away from the foundation of the brand as a military vehicle.
"We are proud of that heritage but we are now exploring another part of the brand personality," said Lance Jensen, creative director of Modernista!
General Motors acquired exclusive ownership of the HUMMER brand worldwide in December 1999 from AM General. The two companies are jointly developing future HUMMER vehicles in a partnership covering product, marketing and distribution.
To find out more about HUMMER, visit the redesigned web site at www.HUMMER.com.